Sunny Side Up bags creative duties of Qyuki.com

Sunny Side Up has bagged the creative duties of social media platform Qyuki.com, following a pitch process. The six-year-old agency with offices in Hyderabad and Bengaluru will handle the Qyuki.com mandate, which involves ‘building sustainable digital assets’.

Bidisha Nagaraj, chief marketing officer, Qyuki.com, said, “In Sunny Side Up, we found a partner who understands the need of a unique platform like Qyuki.com to continuously stay relevant to its target.”

Qyuki.com had roped in MediaCom as its media agency prior to this development.

Responding to Campaign India, Nagaraj elaborated on the communication challenges for the brand, and said, “Qyuki is about the creative community and for the creative community so we are looking at unique and innovative ideas to build awareness and engagement with the community. We are looking at using the social and digital media in immersive. We are looking at creating content beachheads to build credibility around Qyuki. We are looking at strategic partnership with brands and creative experts to build meaningful consumer engagement.”

The creative agency will be tasked with finding newer ways of engaging with the Qyuki’s user base.

Somak Chaudhary, creative director and founder partner, Sunny Side Up, said, “For once, we’ll implore our target audience to do exactly what they have been passionate about. We are trying to evaluate how to create new media properties to nudge people to start doing what they really love. This is what makes it interesting and challenging at the same time.”

Anand Krishnan, another founder partner of Sunny Side Up, added, “We see our role going beyond being communication partner for Qyuki. What really excited us were the vision of the founders and the challenge of being involved with a brand that’s not created by any of us, but by the community. It’s a great learning for us just to be supporting the brand as it evolves.”